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Not Just a Label

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Adapted from the English Wikipedia article Not Just a Label, available under CC BY-SA 4.0Updated 9 August 202521 sources


Not Just A Label (NJAL)
IndustryFashion
Founded2008 (2008)
FounderStefan Siegel
Headquarters
Los Angeles
,
United States
Area served
Worldwide
OwnerStefan Siegel
Websitewww.notjustalabel.com

Not Just A Label (NJAL) operates as an international fashion platform based in both London and Los Angeles, functioning as a virtual showroom and digital community that bridges independent designers with buyers.[1]Cite error: Invalid <ref> tag; refs with no name must have content Hosting over 35,000 designers across more than 150 countries, NJAL has been instrumental in launching the careers of talents like Mary Katrantzou and Damir Doma[2], while garnering endorsements from prominent figures such as Lady Gaga, Vivienne Westwood, and Beyoncé.[3]

In early 2019, NJAL introduced NJAL+, a premium membership service offering shoppable features alongside enhanced tools for designers.[4]

History

Founded in 2008 by Stefan Siegel and his brother Daniel, NJAL was created to provide a networking hub for fashion creators.[5][6] The following year, NJAL debuted "The Shop," pioneering an e-commerce platform that allowed consumers to purchase directly from designers.[7] This section featured curated selections by celebrities including Amanda Lepore and Lara Stone.[3]Cite error: Invalid <ref> tag; refs with no name must have content

For the Spring/Summer 2010 collection, NJAL released a limited run of organic cotton T-shirts and tank tops showcasing exclusive designer prints.[1]Cite error: Invalid <ref> tag; refs with no name must have content In 2011, NJAL partnered with Spanish brand Mango on a competition where emerging designers showcased collections at the 'El Botón' Mango Fashion Awards under NJAL's guidance. That same year, the platform received the Drapers Etail Award recognizing Best E-Commerce Innovation.Cite error: Invalid <ref> tag; refs with no name must have content

NJAL's collaboration with the British Council began in 2011 through the "London Meets Beirut" seminar.Cite error: Invalid <ref> tag; refs with no name must have content In March 2012, supported by a British Council grant, NJAL traveled to India for Lakmé Fashion Week to cultivate business connections there.[1][8]

During 2012, NJAL embarked on a three-week tour across Eastern European fashion weeks, conducting workshops and scouting talent in cities such as Bratislava, Kyiv, Łódź, Belgrade, and Riga. This journey was documented in partnership with Vogue Italia.Cite error: Invalid <ref> tag; refs with no name must have contentCite error: Invalid <ref> tag; refs with no name must have content That year also saw online trend forecasting service WGSN offer NJAL designers access to its resources at a significant discount to support emerging creatives while expanding its professional reach.Cite error: Invalid <ref> tag; refs with no name must have contentCite error: Invalid <ref> tag; refs with no name must have content

In 2013, NJAL initiated The Open Source Partnership with Vivienne Westwood, advising the brand on e-commerce expansion and developing an open-source website. Subsequently, Westwood became a key investor in NJAL.[9]Cite error: Invalid <ref> tag; refs with no name must have contentCite error: Invalid <ref> tag; refs with no name must have content

Collaborating with the Who's Next fashion trade event in 2013, NJAL launched "The Future of Fashion" program where twenty up-and-coming designers competed for the opportunity to present their collections at the Who's Next Autumn/Winter show in Paris. Selected participants showcased their work at the 2014 event with Stefan Siegel serving as a judge.Cite error: Invalid <ref> tag; refs with no name must have content

In 2014, NJAL teamed up with Matteo Marzotto and Fiera di Vicenza to host its inaugural offline gathering titled "Origin Passion & Beliefs," featuring 100 designers who exhibited their creations and networked within the industry.Cite error: Invalid <ref> tag; refs with no name must have contentCite error: Invalid <ref> tag; refs with no name must have contentCite error: Invalid <ref> tag; refs with no name must have content That same year, amidst political unrest during the Russian military intervention, NJAL was the sole international platform attending Ukrainian Fashion Week.[10]Cite error: Invalid <ref> tag; refs with no name must have contentCite error: Invalid <ref> tag; refs with no name must have content

NJAL curated and managed the premiere of "The Next Black," an AEG-produced documentary exploring textile innovation. The film coincided with AEG’s launch of high-efficiency washing machines.[11] At the 2014 Copenhagen Fashion Summit, NJAL unveiled plans for "Re-start Fashion," an initiative aimed at addressing environmental challenges in fashion through sustainable design practices.[12][13]

The company revamped its website in 2014 to enhance usability across smartphones, tablets, and desktop devices.[14] Although e-commerce had been introduced in 2009, this relaunch emphasized sales as the site’s primary focus.[15] Additionally, it integrated an open-source content management system enabling designers to update their profiles independently.[14]

In 2017, NJAL discontinued “The Shop” to concentrate on its core community features that facilitate designer exposure and networking.

Marking its tenth anniversary in 2018, NJAL launched an entirely redesigned website.Cite error: Invalid <ref> tag; refs with no name must have content

February 2019 saw the introduction of NJAL+, a premium service offering designers advanced shoppable options along with support across sales, marketing, production, education, and showcasing by leveraging a diverse network of brands across various industries.[16][4]

Prominent Designers and Celebrity Patrons

Among the early talents featured on NJAL are designers such as Mary Katrantzou, Damir Doma, and Rad Hourani.[2][9][10][17] A variety of celebrities have acquired pieces from designers presented on NJAL, including Rihanna, Lady Gaga, Alice Dellal, Pixie Geldof, Paris Hilton, Taylor Swift, Katie Holmes, Whitney Houston, Fergie, Elle Mcpherson, and Beyoncé.[3][6][18]

Operational Framework

NJAL functions as an independent collaborative platform connecting designers, buyers, media professionals, and consumers.[19][20]

The platform offers designers complimentary exposure opportunities within the fashion sector by showcasing their unique visions. NJAL representatives actively scout emerging talent with established look-books at fashion weeks, institutions, showrooms, and studios before amplifying their presence through editorial features and social media channels. Designers also have the option to initiate contact with NJAL independently.[5][19]

This digital community facilitates networking and visibility for designers among industry peers. It features a searchable directory organized both alphabetically and by categories such as country, womenswear, menswear, footwear, bags, accessories, jewellery, and organic products.

NJAL+

NJAL provides an enhanced membership service known as NJAL+, accessible through a modest subscription fee. This premium offering includes shoppable functionalities alongside additional resources supporting sales, marketing, production, education, and presentation. NJAL+ connects designers directly with consumers who complete purchases via the designers' own websites. Prominent entities associated with NJAL+ include WWD and UPS.[21][4]

References

  1. ↑ 1.0 1.1 1.2 Cite error: Invalid <ref> tag; no text was provided for refs named thenextweb
  2. ↑ 2.0 2.1 Cite error: Invalid <ref> tag; no text was provided for refs named nytimes
  3. ↑ 3.0 3.1 3.2 Cite error: Invalid <ref> tag; no text was provided for refs named graziadaily
  4. ↑ 4.0 4.1 4.2 Cite error: Invalid <ref> tag; no text was provided for refs named Theodosi
  5. ↑ 5.0 5.1 Cite error: Invalid <ref> tag; no text was provided for refs named wonderlandmagazine
  6. ↑ 6.0 6.1 Cite error: Invalid <ref> tag; no text was provided for refs named whatdesigncando
  7. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named monocle
  8. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named creativeeconomy
  9. ↑ 9.0 9.1 Cite error: Invalid <ref> tag; no text was provided for refs named dasmagazin
  10. ↑ 10.0 10.1 Cite error: Invalid <ref> tag; no text was provided for refs named mbkiev
  11. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named ellebelgium
  12. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named ecofashionworld
  13. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named copenhagen
  14. ↑ 14.0 14.1 Cite error: Invalid <ref> tag; no text was provided for refs named femalefirst
  15. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named stylebubble
  16. ↑ "NJAL Plus". Retrieved 2019-04-03.
  17. ↑ Macpherson, Lindsay (5 April 2011). "Where to spot fashion's next big thing". How To Spend It. Retrieved 15 February 2015.
  18. ↑ "Not Just A Label: Supporting Avant-garde Fashion Designers". Inside FMM. Retrieved 15 February 2015.
  19. ↑ 19.0 19.1 Lean, Marion (2 November 2014). "Not Just a Label at Skopje". British Council. Retrieved 15 February 2015.
  20. ↑ "Will There Ever Be a Revolution?? Not Just a Label, an alternative in fashion retail". Martinez-Ribes. 9 September 2014. Retrieved 15 February 2015.
  21. ↑ "Introducing NJAL+". www.notjustalabel.com. Retrieved 2019-04-03.

External links

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